The Future of Advertising, APA, 17/02/09
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Transcript of The Future of Advertising, APA, 17/02/09
John V WillshireHead of InnovationPHD
futurepast
“A group of people who form relationships
over time, by interacting regularly around contexts
which are of interest to all of them”
Jake McKee, communityguy.com
“network information economy” – Benkler, 2006
mass media
The internet revolution
Yochai Benkler, ‘The Wealth of Networks’
Remember this?
Production
Duplication
Distribution
“We haven’t had all the groups we’ve wanted…
…we’ve simply had all the groups we could afford”
Clay Shirky, ‘Here comes everybody’,
"The history of the modern media age is
littered with casualties of people who believed in technology rather than
content."
“There's no point spurning technology, creativity follows it”
“…most of the brilliant technologists are actually motivated by is providing
usefulness, entertainment, education and social connectivity”
ed @ bssp
entertain
useful
connect
educate
Source: Hall & Partners
“How did this advertising make you feel?”Word clouds based on verbatim responses
Source: Hall & Partners
entertain
useful
connect
educate
direct
advertising
content tactility
p.r.
TV = 20m
= 11m
entertain
useful
connect
educate
It works.
+8.3%
Source: Cadbury’s
<
entertain
useful
connect
educate
Inspirational leaders
entertain
useful
connect
educate
Source: BARB / Sage
dwell time >social networks
16 million viewers
3x > online brand click-thru
50% > red button
NOW
entertain
useful
connect
educate
http://feedingthepuppy.typepad.com